The paper is devoted to the problem of rule following which is a traditional problem of the philosophy of language. Language communication is represented as a rule submitted activity. Two strategies of rule following are described. One of them is considered as habitual. It is strictly correlated with a system of social institutions and practices. The concept of habitus, developed by P. Bourdieu, is used for fuller investigation of this strategy. The other strategy is based on reflection. Reflective act implies alternative rules of communicative action and is correlated with responsible choice.